In today’s digital world, Social Media can play a critical role in the decision a prospective student makes when deciding which higher education institution to attend. Platforms such as Instagram, LinkedIn, and TikTok offer an opportunity for students to get an inside look at campus life, an aspect that is harder to be shown through traditional outreach. By effectively leveraging these platforms, institutions can build connections, tell their stories, and create a sense of community that resonates with future students.

Here’s how these popular social media platforms are helping schools engage prospective students and uplift their campus culture:

1. Instagram: 

Instagram is a great platform to showcase behind the scenes of the college experience. Whether it’s a student-run event, an impromptu study session in the library, or campus traditions, these short snippets give prospective students a chance to picture themselves there. Shorter form content such as reels and Instagram stories can showcase day-to-day moments like an on-campus event or a professor’s office hours. Reels are a great opportunity to share quick, fun content such as campus tours or student life highlights. Short form content is also easily shared between users, helping you connect with a wider audience. Another option is incorporating a branded hashtag which can encourage your current students and alumni to share their experiences. This helps prospective students see how others are engaging with your school. 

2. LinkedIn: 

LinkedIn might seem like a business-specific platform, but it’s actually a great way for schools to show off their academic programs, career services, and alumni stories. This platform is a great way to highlight success stories and any academic achievements such as faculty research, student awards, or innovative programs. It gives potential students a glimpse into the academic rigor and opportunities that come with attending your school. It is also ideal for showcasing how your school helps students build connections throughout their college career and future. From internships to job fairs, LinkedIn lets prospective students see how your campus prepares them for life after graduation. Lastly, LinkedIn can also expand into the alumni network to highlight career successes as well as internship opportunities for current students. This platform not only shows your school’s long-term value but also helps future students envision the network and opportunities they will have access to.

3. TikTok: 

TikTok is a great outlet for creativity and authentic short form content which makes it one of the best platforms for engaging Gen Z, which in this case is the main target audience. This is a positive way for current students to share their daily lives with videos such as “day in the life.” This creates a more authentic, relatable connection with prospective students, giving them a genuine look at your campus culture. TikTok is also well known for its viral sounds and videos that can help your school stay relevant and connected with younger audiences. Participate in viral challenges or start your own that’s tied to the school’s identity. Not only does it engage prospective students, but it also boosts the school’s visibility in a fun and creative way. After a student is accepted, use social media to keep the excitement going. Share resources, tips for preparing for college, and fun updates about what to expect during orientation. This helps students feel connected before they even arrive on campus.

One of our higher-ed clients recently launched a TikTok account to showcase faculty highlights and student events. As a result, a new student shared that the videos posted on the account played a key role in their decision to choose the college. This story is a perfect example of how engaging, authentic content on platforms like TikTok can influence prospective students and help them envision themselves as part of a campus community.

Social media is more than just a way to get the word out about your school. It can be used as a tool for building authentic connections, telling your story, and creating a buzz around campus. Platforms like Instagram, LinkedIn, and TikTok are giving colleges and universities a chance to show off their culture in a way that resonates with prospective students. So, whether you’re sharing a TikTok of campus life or posting a LinkedIn success story, don’t miss the opportunity to connect with future students.